PRCAN boss reaffirms optimism for new Standards of Practice
By Oghale Mafuru
To further articulate the impact of an effective operational standard of practice for the Public Relations industry in Nigeria, Israel Jaiye-Opayemi, president of the Public Relations Consultants Association of Nigeria (PRCAN) has stressed that the new industry standard of practice will address issues that have stifled the growth of the industry.
Speaking to MARKETING EDGE during the 15th anniversary celebration of his consulting firm, Chain Reactions, the PRCAN helmsman noted that the new standard of practice will tackle the issue of unprofessionalism by ensuring that practitioners are given operational license that will curtain the influx of quacks into the noble profession.
He said: “We are going to start issuing practice licenses to public relations firms so that if any company works up to them, they will say can we see you practice license. Medical doctors have practice licenses, members of the Nigerian Bar Association have practice licenses that they renew every year. So public relations is a consulting business. It cannot be a banana republic where everybody just comes, sets up shops whether you are qualified or not and you begin to collect money from clients and you serve them what is beneath the bar of excellence”.
According to him, clients will be rest assured that they are getting value for their money noting that the new standards of practice will also benefit clients.
In his words: “It is feasible because it is a win-win for both the client and public relations consultants. Now, any client that has hired a public relation firm and the public relations firm is not delivering value, can make recourse to PRCAN and say I have contracted company X to do this for me but I am not getting value. Then we will look into that dispute and say what exactly is the problem? Is it a problem of lack of clarity on the brief or the account has not been properly resourced? Then we will speak to the PR firm.
“In that way, the client gets value and the public relations firms are protected. So now clients can get better value when they hire public relations firms that are certified” he added.
Israel Jaiye-Opayemi charged practitioners to improve on their value offerings to their clients as it is critical to the growth of the industry.
“Clients will start demanding more from public relations professionals. Show us what is happening in the market. Don’t just respond to our briefs based on what we have sent to you. Show us what is happening in the market” he said.
Recall that the PRCAN boss had revealed that a new standard of practice that will reposition the industry was underway during a two-day retreat organized for Chief Executive Officers and Leaders of PRCAN member-firms at Epe Resort and Spa, Lagos.
He hinted that the standards of practice which have been unanimously adopted by the members of the association would provide ground rules for improved public relations consulting practice and bring better value to corporate and public sector clients who engage the services of public relations consulting firms in Nigeria.
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